Hotel marketing plan

In order to ensure that things or work are carried out solidly, it is often necessary to make plans in advance. A plan is a written plan that defines the time, place, purpose, expected effect, budget and method of the action. So what kind of plan is good? Here are five hotel marketing plans I collected for you. Welcome to share.

Hotel Marketing Plan 1 I. Purpose

Mobilize all staff's marketing awareness and improve service quality;

Second, the business plan

Target audience: employees of all departments.

1, commission scheme

All customers who spend in any department of the hotel will be counted as personal performance commission according to 2% of the actual consumption amount;

2. Performance confirmation

Employees and customers must book with the manager of the consumption department in advance before the guests arrive;

Adapted object 2: cashier, receptionist, reservation clerk, DJ, foot bath technician, department head and department manager of each bar.

1, commission scheme

Except for the consumption of this department, all customers who consume in other departments of the hotel are counted as personal performance commission according to 2% of the actual consumption amount;

2. Performance confirmation

Employees and customers must book with the manager of the consumption department in advance before the guests arrive;

Third, the operating rules

1. The performance statistics of employees on that day shall be submitted to Chen Ling by the managers of various business departments before going to work the next day;

2. Employee performance commission will be collected in the accounting office at the end of the month;

3. The first booking person is responsible for the reception of the same group of customers in the hotel, and other receptionists fully assist in the reception; The performance is the first appointment;

4. Managers of all business departments must conscientiously perform their duties. If there is injustice, dereliction of duty, improper handling of various coordination work or insufficient explanation to employees, it will be dealt with accordingly;

5. It is not a personal achievement for the customer to call any department of the hotel to make a reservation;

6. The clients of Yuanda Company are not considered as achievements; (Group company, factory, trade, real estate, hotel interior)

7. The following behaviors will be severely investigated by the hotel;

(1) adaptation object 2 resells or presents the performance of this department to employees of other departments by taking advantage of his position;

(two) taking advantage of his position to accept gifts from others;

(3) Because of robbing customers, customers are uncomfortable and dissatisfied;

(4) Those who neglect customers due to interests or personal grievances;

(5) Taking the task as an excuse or revealing the hotel marketing plan will bring bad comments to the society;

Four. Matters not covered in the above scheme shall be subject to the notice of the administrative human resources department;

Five, the above scheme from 20__-8- 1 formal trial.

Hotel Marketing Planning Part II: Target Market Analysis

Teachers and students spent more than 1000 days and nights together, giving them lifelong enlightenment, giving them understanding and tolerance, and educating them to establish the concept that every minute is accurate. In recent years, the "Xie Shi Yan" is very prosperous. According to the survey, the banquet to thank teachers has become the second largest banquet for ordinary families to hold happy events, second only to wedding banquets.

Second, the pricing strategy

1. When making the menu for Teacher Xie's banquet, we should consider linking the menu with the teacher to increase the festive atmosphere, so as to win the favor of students and parents.

2. For high-priced dishes, it is suggested to combine reducing and creating new dishes.

3. The price of banquets in Xie Shi (explained below) should be divided into high, medium and low grades, and the consumption level should be reasonably expanded.

4. The prices of other drinks and other services can be changed flexibly according to the actual situation of the hotel (but according to the net profit of the hotel).

Third, marketing strategy.

1. Make a special thank-you banquet package. According to the actual situation, the "thank you banquet" is divided into three grades: the "Ten-year Cold Window Banquet" is 468 yuan/table, the "Waiting for the Top Scholar Banquet" is 568 yuan/table, and the "Top Scholar Banquet" is 668 yuan/table. The name of the dish should be packaged reasonably, reflecting a strong cultural atmosphere (see annex for the specific menu).

2, the champion and the banquet, proud of the invitation. Invited college entrance examination

The number one scholar (Arts & Sciences 1) will gather in the hotel to show their grand plans; Give each champion exquisite school supplies as a souvenir; Make a number one banquet (please give full play to the leaders' contacts and make an invitation).

3. Business interaction and gift giving. The hotel cooperates with other businesses, schools or suppliers to sign reciprocal terms in the form of "one-on-one" and prepare coupons for students. It is suggested to adopt a "win-win" approach, with the active participation of marketing, finance and the company.

4. There are gifts on the table and surprises on the field. All students who hold a thank-you banquet in the hotel can get a bottle of 52-degree liquor aged in Kouzijiao for five years (value 128 yuan/bottle), no matter how much they spend. Anyone who patronizes more than ten tables (including ten tables) will be given a table with the same grade meal label; Spend more than five tables (including five tables) and give souvenirs to students to study, and so on.

5. Free parking space, priority booking, free photography, free doctor's hat, etc.

6. After dinner, send a nice little gift to the teacher who attended the banquet (with the name, telephone number, address and website of the hotel printed on it).

Hotel marketing plan 3 Spring Festival is coming. According to the market analysis in previous years, people responded enthusiastically to the Spring Festival these two days, and the scene was extremely hot. In order to make people realize the splendid momentum of the brand and the unique spring cultural atmosphere of our hotel this Spring Festival, we strive to be more festive than in previous years. It has outstanding novelty and uniqueness in decoration and arrangement; Increase advertising efforts, while improving economic benefits, maximize good social benefits.

The preliminary marketing plan and layout plan are as follows:

First, the layout and decoration of the Spring Festival hotel;

1, layout of main attractions:

Outside the lobby: Considering that the lobby of the hotel is relatively small and cannot be decorated with atmosphere, this year we are going to make a three-meter-high castle and windmill decoration (carpentry) in the open space outside the lobby, and put a spring old man at the entrance of the hotel to increase the atmosphere of the Spring Festival. (Including surrounding decoration, budget 1500 yuan).

Lobby: There are two scenic spots in the lobby: one is to make a snow map of the Great Wall in front of the main table (carpentry production, cost budget 1000 yuan); The second is to make a Harry Potter and the Magic House in the open space in front of the passenger elevator.

The stairs on the second floor: put a beautiful spring tree. (Cost Budget 200 yuan)

Coffee shop: mainly decorated with balloons, decorative lights and ink paintings. (500 yuan)

Pillars inside and outside the hall: lamps and painting are the main decorations (800 yuan)

2. Others:

The fourth floor multi-function hall party venue and corridor, the third floor elevator, the twenty-first floor elevator, the second floor lobby and private rooms, guest room corridors and other business areas use last year's inventory as much as possible, and it is estimated that the items still to be purchased are 9,000 yuan.

3. Gifts: mainly gifts given by various business districts and meeting places on the evening of the Spring Festival, as well as gifts given by frequent customers and business customers. The estimated gift fee is 1500 yuan.

The above * * * budget cost is 15000 yuan.

Two: Spring Festival theme activities:

1, Christmas Eve, carnival night buffet dinner

Time: 20xx65438+February 28th and 29th 18: 00-20: 00.

Venue: multifunctional hall on the fourth floor, lobby on the second floor

Scale: 260 people/field on the fourth floor and 0/60 people/field on the second floor.

Content: large-scale buffet, comprehensive cultural programs, large-scale lottery activities. (The prize is mainly sponsorship)

Atmosphere layout: warm, bright and cheerful.

Ticket price: higher than last year. The principle this year is to raise the ticket price and control the number of people.

Second floor: ————————— RMB/child ticket is half price (no package).

Fourth floor: ————————— RMB/child tickets are half price.

Package: ———————— Yuan/Zhang (two large and one small)

Program arrangement: the entertainment department is responsible, with lottery activities interspersed in the middle, and the marketing department is responsible for program review and overall coordination. The power department installed a TV synchronous player on the second floor, and the evening program and lottery activities were broadcast simultaneously on the fourth floor. The lottery on the fourth floor is also valid for the second floor.

2. Candlelight dinner:

Time: 20xx65438+February 28th and 29th 19: 00-22: 00.

Venue: 2 1 f revolving restaurant

Scale: 80- 100 people

Content: candlelight dinner, family package. Suitable for families and couples.

Atmosphere layout: candlelight, light music, quiet and peaceful, romantic and warm atmosphere.

Ticket price: _ _ _ _ _ _ yuan/half-price child ticket _ _ _ _ _ _ _ yuan/piece (two big and one small)

(The fees for the above actors and hosts will be instructed by the leaders of the entertainment department. )

Three: KTV carnival Spring Festival Evening

Time: 20xx65438+February 28th and 29th 19: 00-24: 00- 7: 00 a.m.

Venue: Song and Dance Hall, 4th floor

Size: All private rooms

Content: 1, the price of private rooms has increased.

Small private room: 580 yuan/performance at night (4 bottles of beer, 1 large fruit bowl and 2 large plates). Green tea is free), and an evening performance in 380 yuan/venue (green tea is free).

Chinese-style private rooms: night show 1280 yuan/show (beer 12 bottles, two large fruit plates, eight large plates, free tea), and night show 580 yuan/show (free tea).

Large private room: Evening performance 1.580 yuan/venue (24 bottles of beer, 3 large fruit bowls, 2 large bowls 12, free tea) Evening performance/venue in 880 yuan (free tea).

Four: food delivery ceremony:

Send Spring Festival gifts to old customers, important business customers and foreign guests on the evening of Spring Festival. Send them to the room with traditional spring socks for the elderly to surprise the customers.

Five: the overall atmosphere layout of the hotel

1. Distribute Miss Chun's clothes to all business fields. Miss Chun will serve customers and give gifts to children.

2. Arrange two ambassadors to welcome guests.

3. The whole hotel arranges two spring old people and clowns to give gifts.

4. The hotel provides photo service. (Buffet customers)

Six: advertising

1. Advertise on TV stations, traffic channels and evening papers (the expenses have been included in the annual advertising budget).

2. Print 65,438+0,000 leaflets (expenses and finance will be instructed by the leaders separately).

3. Print greeting cards and send them to customers (the expense sales department will give instructions separately).

4. Lobby advertisements, banners outside the lobby and elevator advertisements.

Seven: various work arrangements for the Spring Festival

1,165438+1October165438+February 3rd, sponsored by La, and 65438+February 5th, put the hall in place.

2. On June 25th, advertisements in the lobby and elevators were put in place. 165438.

3.2.65438+2.00 1, make a specific floor plan, purchase the goods in place, and start the decoration.

4.65438 Tickets, greeting cards and leaflets for Spring Festival travel rush on February 2.

5. On February 2nd, 65438, all departments began to sell tickets for Spring Festival travel rush, and advertised in various media.

6, 65438+February 6, scenic spots arrangement.

7.65438 Send greeting cards on February 8th.

8, 65438+February 65438+February approved entertainment programs.

9, 12, 15, issued a memorandum within the party.

Clothing was distributed on February 23rd, 10, 18. Relevant work and personnel arrangements of all departments are in place.

1 1, 65438+Do all the work for the party on February 24th and 25th.

Chapter 4: Foreword of Hotel Marketing Plan:

At present, the catering market in Fengrun District is fiercely competitive, and consumers have great choices. Chunhua Qiushi Hotel is the first catering institution in Fengrun District with ecological park as its main creativity. The main buildings in the hotel have different styles and distinct themes. At present, the overall advertising awareness of catering enterprises in Fengrun District is relatively weak, the means of publicity is relatively simple, and the media selection is mainly print media. This case is based on the specific analysis of the catering industry in Fengrun District, and the following promotion scheme is made.

The first part is enterprise and market analysis.

I. Market analysis

At present, the catering market in Fengrun District is mixed, with JD.COM cuisine as the main dish and Sichuan cuisine in the middle, while other cuisines are basically blank. Hotels are generally in the middle and low grades, and there are basically no high-end dining places. Based on the above reasons, high-level gatherings and high-end business activities of successful people in Fengrun District will basically be held in Tangshan City. At present, large enterprises in Feng Run are developing rapidly, and high-end business activities are very frequent. However, there are only a few hotels suitable for high-end business activities in Fengrun District, such as Changsheng International. Chunhua Qiushi Hotel is positioned as a mid-to-high-end hotel, and its dishes are mainly top-class Cantonese cuisine in the catering industry, which just fits the current situation of lack of high-end catering places in Feng Run.

Second, SWOT analysis

Opportunity: At present, the economic situation in Fengrun District is good, there are many large enterprises, and steel trade plays an important role in Tangshan. High-end private meetings and high-end business activities are frequent, but there are few high-end business meeting places in Fengrun District, and the dining environment is generally poor. The dining environment of Chunhua Qiushi Hotel meets the requirements of high-end business meetings. The hotel is full of green plants and outstanding in architectural style, which is very suitable for high-end business meetings and cultural activities.

Threat: At present, there are a large number of hotels in Feng Run, most of which have been operating for many years and have a relatively fixed customer base. Small restaurants win by taste, and most of them have their own housekeeping dishes. Chunhua Qiushi Hotel has just opened. Whether the taste conforms to the local dining habits is still inconclusive. The hotel has large investment and high positioning. It will take some time for local people to accept local high-end catering consumption.

Advantages: 1, ecological environment.

These dishes are unique.

3. Spacious wedding hall.

4. Most eco-hotels have no private environment, which is unique in ecology.

5. A large enough parking lot.

Disadvantages: The hotel is not in a busy area. Because of the high-end positioning, the price may be higher than other hotels.

The second part is advertising planning.

Advertising objectives:

Through publicity, let the people in the whole region know the tips of the hotel within 20 to 60 days, and the awareness rate of no tips will reach about 50% within two years. Let the hotel's awareness rate in the high-end business circle reach 80% within 30 days. Make this hotel a landmark enterprise in the catering industry in Fengrun District, and at the same time become one of the important places for high-end business and cultural activities in Fengrun District.

Advertising objectives:

Government officials, business people, cultural people, car owners, family gatherings, wedding birthday parties, etc.

Advertising appeal field:

Feng Run urban area

Advertising theme:

Highlight the characteristics of garden-style hotels, emphasize the characteristics of private gardens in this hotel, and determine themes for different media.

1, gluttonous holy land, spring flowers and autumn fruits

2, enjoy the beautiful scenery of the garden, spring and autumn.

3. The beauty of food lies in the spring and autumn.

It's not just food that can taste here.

Advertising strategy:

During the opening period, we will adopt an omni-directional marching mode, covering most media in Fengrun District, so that the audience can know the characteristics, location and contact information of Chunhua Qiushi Hotel overnight. After the opening period, we will keep one or two media outlets for six months to one year to continue the publicity, so that consumers can know more about the hotel. And in the marketing strategy after opening, we will adopt the strategy of joint development, and jointly develop with the wedding companies, cultural companies and galleries in Fengrun District to improve the cultural level of this hotel, so that this hotel will not only stay at the level of business activities, but also become one of the important places for cultural activities in Fengrun District.

Sub-media strategy:

1, Tangshan consumption, and business situation in Feng Run, with circulation of 15000 copies each. The audience is all merchants in Fengrun District and readers of Zhao Yan Metropolis Daily, Tangshan Evening News and Tangshan Labor Daily. Advertising period, the second half of May, the first half of June * * * one month, four periods. Advertising content, full-page cover or full-page back cover, pictures should highlight the garden characteristics of the hotel, and the address and telephone number of the hotel should be clearly designed.

2. Yanshan Culture has a circulation of 8,000 copies and is aimed at leaders and staff of various institutions in Fengrun District, offices of major factories in Feng Run, key schools and central schools. The content of the advertisement requires a comprehensive display of the hotel's beautiful gardens, characteristic buildings and delicious food in the form of special tourism reports. Or make a hard advertisement in the form of a pull page. And in the special article, the specific location and ordering phone number of this hotel are specially marked.

3. Feng Run TV Station, the audience is the common people in Fengrun District. The advertising period is one month. Advertising time, 30 seconds before Feng Run news, 30 seconds after Feng Run news. The advertisement content screen shows the hotel's internal environment and special dishes, and the subtitles show the hotel address and reservation phone number. The dubbing focuses on the hotel's private garden and exquisite dishes.

4. Internet: Baidu Feng Run Bar, Feng Run Fun Forum, etc. The network shows the garden features of the hotel in the form of pictures. The advertising time is irregular.

Late merchant joint strategy:

1. Join hands with various wedding photography agencies in Feng Run to open the garden of our hotel to the public. Welcome everyone in. During the meal break, the hotel is open to all wedding photo studios in this area, and provides location shooting bases for wedding photo studios free of charge. Newcomers will send small gifts with the characteristics of our hotel when they come to take wedding photos locally, with a detailed introduction of our hotel, specific dishes and detailed prices of our wedding banquet, so as to develop the wedding banquet business for our store.

2. Cooperate with Feng Run Calligraphers Association, Feng Run Painters Association and Feng Run Photography Association to provide venues for them (except catering, only venues are provided). At the same time, Feng Run galleries and cultural institutions are also welcome to our store to carry out cultural exchange activities. The hotel will provide free venues, and at the same time, it can also provide free exhibition space for galleries or painters themselves to display their works, and gradually build this hotel into a cultural business card in the rich area.

Advertising budget allocation:

During the opening period, the advertising investment was 35,000 yuan. Among them, Tangshan Consumer Cover is 7,200 yuan for each issue 1800 yuan, and the discount price is 7,000 yuan. The cover of "Feng Run Business Situation" is 2400 yuan for each issue, 9600 yuan for four issues, and the discount price is 9000 yuan. Yanshan cultural tourism special topic 1 10,000 yuan per issue (pull-up ads per page 1 10,000 yuan). The prime-time advertisement of Feng Run TV Station is 4500 yuan/10 second, and ***60 seconds is 9000 yuan. Internet 0 yuan.

Hotel marketing plan 5 Sichuan Railway Hotel plans to open for trial operation in September. After careful design and transformation, it will face the market with a brand-new three-star look. However, in the face of fierce market competition, in order to encourage all employees to actively participate in the marketing work, the hotel executives have specially drawn up the following marketing incentive schemes for all employees:

First, the definition of comprehensive marketing

All-staff marketing means that every employee (except the receptionist, cashier and all employees in the marketing department) can be a hotel salesperson and introduce customers (teams and individual customers) to the hotel through their personal connections (relatives, friends, etc.). ), thereby increasing the sales revenue of the hotel.

Second, the team definition

A disposable room with more than four rooms is called a team.

Third, the definition of marketing income

Revenue from hotel rooms, conference rooms and lecture bars.

Fourth, the detailed rules for the implementation of all-staff marketing

1, external quotation

The consumption of individual customers, teams and meeting rooms is quoted according to the external execution price of the marketing department.

2. Statistical management

Pre-orders for all-staff marketing are placed by the marketing department and counted, and submitted to the finance department for review at the end of each month. If you don't place an order with the marketing department, you can book or register directly at the front desk, which is not within the reward range of all-staff marketing.

3. Reward proportion

I. Proportion of individual sales incentives

Sales price 240 yuan/room. Evening (including morning) reward 10 yuan/room.

Sales price 260 yuan/room. Reward 20 yuan/room at night (including morning).

Sales price 300 yuan/room. Reward 40 yuan/room at night (including morning).

B, team sales reward ratio

Sales price15 yuan/room above 80 yuan (including breakfast and four or more rooms).

C. conference sales incentives

Reward employees according to 2% of customers' total consumption.

4. Reward time

At the end of each month, it will be distributed uniformly after verification and confirmation by the Finance Department.

5. Incentive measures

A. If the online booking company or travel agency comes to the store for a room or meeting, the reward object is only for the online booking company or travel agency, and no one else will be rewarded.

B. Individuals who come to the store for consumption cannot be used as performance rewards for employees.

C the marketing department shall verify the real situation of consumers, and it is strictly forbidden to resort to deceit, forgery and false consumption. Once verified, in addition to the revocation of the reward, the marketing department will be given an economic penalty of 500- 1000 yuan, and the person involved will be given an economic penalty of 200-500 yuan, and administrative disciplinary action will be given as appropriate.